Orly Ravid co-founded the Film Collaborative and has been providing us with a great series of posts on the changing market and options for independent filmmakers and their work. Her generosity and commitment is an inspiration. She is a brave thinker.
Indie Filmmakers used to think that once they made their movies, their only real option was to surrender -- to surrender to the market and the middlemen who decided on a film's applicability to an audience or community. Those days are now gone and good riddance! The services and tools we have to get our work out and on the screens of what has long been under-served under-educated audiences and communities increase every day. As those options expand, so do the choices of content, form, and aesthetic -- we are becoming truly free in terms of how, what, and where we can tell our tales. The sky hasn't fallen; a thousand phoenix have risen.

Today Orly looks at new platforms and toolkits that allow filmmakers to sell or rent their films directly to fans. The Era of Artist/Entrepreneur is here! Now all we have to do is fight for a free and open internet...

In a new media world in which people sometimes conflate distributor with platform and buyer with online/digital store, I want to draw that distinction and highlight a few new and compelling DIY options (platforms or toolkits) for filmmakers to sell or rent their films to audiences / consumers directly. TFC always encourages filmmakers to develop their own brands while also noting the importance of being connected to other brands that generate significant traffic and indie film consumption. In other words, sell direct to your fans off your site and other sites and social networking platforms and/or via other DIY platforms or tools but also recognize the usefulness of being available where average film consumers go, i.e. via Cable VOD if you can manage it, and other key platforms/online digital stores (depending on the nature of the film) such as: Amazon, Netflix, iTunes, Vudu, Hulu, Sony Playstation, Xbox etc.

The few DIY platforms or toolkits highlighted in this blog are: Distrify, EggUp, Groupees, Stonehenge’s iPhone Apps. Next time we cover this topic, we’ll investigate more into DIY platforms FansofFilm and Open Film (7,000 films, 70% shorts).

Peter Gerard & Andy Green, the co-founders of Distrify, are both filmmakers who formed Distrify. I met with Andy @ SXSW.

Distrify is not a film sales platform - it's a toolset. One can use Distrify to sell a film anywhere on the web and via social media platforms. Once your trailer and film are on Distrify you embed it on your website like http://www.justtogetarep.com/ and Facebook page like https://www.facebook.com/just.to.get.a.rep?sk=app_203403406338325

You can then start telling your film's fans about it and ask them to embed the widget on forums, blogs, websites, etc.

Distrify's "sell-movies-socially" tools are designed to make effective social media marketing profitable. If your trailer and film are on Distrify, when you share the clip, you're also sharing the store to buy the film or find out about upcoming screenings. When your audience shares it further, you're always spreading the point-of-sale along the way. Anyone who shares it gets paid a share of sales they generate.

One does not have to start selling through Distrify right away – one can use it to promote screenings and events through the trailer interface. Here's an example of an upcoming Anime release that is using the Distrify player to promote upcoming screenings: http://www.we-loveanime.com/

If the film's not available in the user's area, they can make their interest known directly through the player as well. Distrify compiles the statistics for filmmakers and give them the mailing list data - all free. Any new screenings you add are also automatically listed in all the players that have been embedded around the web. And when you want to start selling the film, you can add it as well.

There are no up-front charges, fully non-exclusive, and they don't need any rights. They take a small transaction fee on sales (see specifics below).
In the Beta period it is free to sign up and upload one film to Distrify. They don't charge for uploading or hosting and there is no subscription fee for a Beta account. They do charge a 30% revenue share on sales. They note that their profit “is around 3% to 5% so it's costing us around 25% to deliver the service to the customer. We're working hard to reduce these costs and when we do we'll hand the saving over to the rights holder.”

Distrify Beta Pricing

Free sign-up for a one-film account

They charge a 30% transaction fee on all sales made through Distrify

They split the 5% affiliate revenue with the filmmaker.

Beta users will be given a special offer when they leave the Beta period, and normal account pricing will be determined at that time. And filmmakers keep all their rights.

How do you get paid?
Each month if you've earned sales revenue they will send you a sales report and transfer your earnings to you directly via PayPal or bank transfer. You may be charged by PayPal or your bank to receive the transfer. When you get your first sales report, they say “just let us know how you prefer to be paid”.
What about affiliates?

“We will soon offer your audience the ability to earn a share of revenues that are generated from their sharing. Once this is enabled they will earn 5% from each sale they refer to you. We are currently offering to split the cost of the revenue-sharing with you. This means we only charge 27.5% on a revenue-shared sale. You keep the remaining 72.5%.”

Peter Gerard followed up further noting that whilst still in Beta their pricing is FREE to sign up and sell one film and a 30% transaction fee on all sales through their player and there are no costs for special encoding. Their Beta period ends in June and after they will continue this pricing option and offer some premium plans.

“EggUp is a publishing platform for filmmakers and film distributors. We help filmmakers and distributors rent and sell their films online while preventing piracy. Our free online publishing tools can help you distribute and sell your film or video which is all packaged and encrypted into a file called the Egg. The Egg is currently available for download and allows consumers to watch and share with friends and family virally while filmmakers are able to make money. With EggUp you get your own website to promote your film, together with an integrated pay per view solution. We also list your films in our film catalog called GoEggit. Distribute the Egg on your own website, and other online retailers with your very own buy now button without setup fees and inventory.”

Payment options: FREE, Rental, Purchase. Filmmaker will be able to choose several options. Accept Paypal and major credit cards. Customer credit card information does not go through their servers. They only link to the filmmaker's Paypal account. Paypal holds customer's credit card info.

They are Worldwide and can Geo Filter as needed.

Content: Currently about 60 films due to focusing on developing technology and negotiating deals with international governments and studios. They will be ramping up pretty quickly in the next 3-5 months with content.

When I asked about revenue thus far to filmmakers they answered with this: “It really varies since it's up to the filmmakers. Some filmmakers make $0 due to they are not marketing their content or older film with no cult following. While others are getting consistent purchases daily since they have a full marketing strategy including PR pushing their film. It adds up but nothing making millions”.

I was introduced to this platform via TFC client (and HopeForFilm Guest Blogger) Ari Gold (Adventures of Power). Thomas Brooke who demo’d the platform / service via Cisco’s WEBEX. I was impressed with the simplicity and comfort of the interface.

Thomas Brooke is the Founder and CEO of YAWMA. YAWMA is the social media technology company that operates Groupees. Thomas describes GROUPEES as:

“A Flash sale (24-48 hr) platform focusing on digital media entertainment (music, games, film) - Like Groupon in the sense that we're crowd-sourcing but deal isn't dependent on a certain number of users buying and "tipping" the deal; rather we start with the good deal but the content owners set a goal and if achieved it unlocks extra exclusive content (to incentivize users to work as a group and spread the promo through their social graph) - There is a high degree of Facebook and Twitter integration so purchases spread virally - Flexible SaaS based system supporting product bundling, multiple pricing options (fixed price, pay what you want), inclusion of charity, etc. We've set Groupees up as an on demand platform where content creators/licensors sign up to run a single promotion, all of which is configured through a web interface. It is a platform by invitation only- we're sourcing quality independent music, games and film.”

Their next Groupee starts on Wednesday so if you go to: http://groupees.yawma.net
you will see the promo vid and count-down clock now live.

Here is a screenshot and the model we're using for projections on Music groupees.

FEES: The model split is reflected at 60-40% (in favor of filmmakers).

When I asked why they were more expensive as Apple (which takes 30%) Thomas answered:

“While it is true that Apple takes 30%, they don't do anything for their 30% beyond providing a distribution system. Fact is we're not just a point of distribution. We're pretty sophisticated technology with a high degree of customization, strong FB and Twitter integration and 100% pr support (strongly question this, what do they mean by 100% PR support?) for every promotion we run. Groupon is really a better business analogy, and they take 50% but have nowhere near the social media integration or customization features. I do appreciate your asking whether to make mention but I'm certainly comfortable with this.”

“In terms of film/video, we can support straight download in any format and also video streaming. As mentioned, the service requires buyers to register so all files are secured behind a firewall. I think for indie film the concept of bundling films from different film-makers might work very well as it provides good cross promotion and from the consumer's perspective allows you to get two cool films from a single purchasing experience. Definitely one of the premises of our platform is convenience as people are overwhelmed by our digitally connected world so by featuring quality indie entertainment as a part of a single promotion, consumers get the benefit of a curated good deal on relevant media/entertainment. I think also there is an opportunity to bundle films with music, especially where there's a good thematic connection. Obviously, a soundtrack with a film is a no-brainer as well. We're also currently looking at possibly bundling a video game that is from the horror genre with a horror film. “

Groupee Platform Features

-Support for all digital media formats
-Support both video download and streaming
-Web-interface for creating and configuring the Groupees promotion
-E-payments through PayPal and Amazon payments
-Live World map that tracks purchases as they occur around the globe
-Facebook and Twitter integration so purchases spread virally
-Real time sales statistics and reporting
-Flexible promotional programs including Fixed Price or Pay What You Want payments, charitable giving, cross-promotional bundles, goal setting with incentive giveaways
-Cloud-based, highly scalable platform capable of supporting 1,000,000 downloads per 24 hrs

Stonehenge Productions enables film producers to sell their films on iTunes, Android Market and Amazon Appstore as applications for the iPhone, iPad and for Droid platforms.
Their pitch: “With a low start-up cost of just $680, you can have an application of your film available on Phones everywhere !! You keep 100% of sales revenues minus the 30% that Apple charges.”
What do you get for $680?

An iPhone FilmApp
Embedded film in the App (better than streaming)
About page/synopsis
Twitter/FB/Email (Sharing) integration,
A merchandise page for users to buy merchandise, DVD…(e.g. Amazon)
Links to the film’s/director’s site (opens within the App)
A trailer/video clip viewer (user can watch the trailer, clips, outtakes, behind the scenes)
Photo gallery of shots from the film
an RSS/News feed for any feed you would like to provide.
Custom Graphic design and layout (using your art).
Turn around is typically two weeks and then 7-10 days at Apple.
Got other ideas? Let us know what you’d like

How?
Contact Stonehenge Productions and we’ll provide you with further instructions to upload your content. It will then be turned into a customized application. You’ll get final review and you’ll continue to hold all rights to the film.
We’ll submit it to Apple and manage the whole selling process through the App store OR we’ll put it on the Android Market or Amazon Appstore.

Mark Smillie of Stonehenge notes “we are really working hard to build FilmApps that encourage participation over the lifecycle of the film...so pre-release to build awareness and fan base, at release to drive fans to the theater and post release to sell the film through the App channel.”“We build for Apple, Android and sell on the iTunes, Droid and Amazon app stores.”

Their latest press release for our App for the film: Race to Nowhere. It's a good example of a social activism app paired with a film App. http://www.prweb.com/releases/2011/03/prweb5193274.htm

Another testimonial Mark showed me is from John Paul Rice of “One Hour Fantasy Girl” "Apps for films work: Itunes report for One Hour Fantasy Girl in Q4 2010, rental/downloads up 558% over Q3. Credit goes to @WeGoTo11" John Paul Rice President No Restrictions Entertainment from Twitter:https://twitter.com/norestrictions/status/53291871367200768

* That’s all for now folks. More platforms and tools and DIY solutions next time.

Orly Ravid has worked in film acquisitions / sales / direct distribution and festival programming for the last twelve years since moving to Los Angeles from home town Manhattan. In January 2010, Orly founded The Film Collaborative (TFC), the first non-profit devoted to film distribution of independent cinema. Orly runs TFC w/ her business partner, co-exec director Jeffrey Winter.

SF Film Society Blog

We announce the full program of the 58th San Francisco International Film Festival tomorrow morning! So many exciting films, programs & special events to share with you all. Something for everyone this Fest! Parents, look out for our Short 5: Family Films program. This annual collection of shorts — one of the most popular programs at #SFIFF — is sure to please the smallest members of your family as well as the young at heart and everyone in between. A variety of incredible storytellers & animators have attended this program in years past, including #MoonbotStudios, #JonKlassen, #BillPlympton, #MoWillems, #AardmanAnimations,#WestonWoods and some of the current greats at #Pixar. After films screen, we host Q&As and meet-and-greets, where you’ll have the opportunity to chat with filmmaker guests, and maybe even catch an autograph or two. Pictured below is #RobertKondo — a director of the Academy Award-nominated film #TheDamKeeper — signing the shoe of a fan at this program at SFIFF57. Stay tuned: this year’s (knockout) lineup will be released tomorrow with the rest of the Fest!

We are stoked to present NightLife @calacademy on April 2! Evening highlights include a special screening of Oscar nom'd short #TheDamKeeper with a live drawing demo from one of the film's directors; a Q&A with the minds behind Google Advanced Technology Projects and Spotlight Stories; and an exclusive clips presentation from #Advantageous, a sci-fi #Sundance prize-winner from Bay Area filmmaker Jennifer Phang, who will stick around to talk special effects after the screening. & If you feel the need to shake loose at any point, dip out into Cal Academy's gorgeous piazza and get down at our Silent Disco, featuring synthy and riffy jams from some of your favorite 70s & 80s film soundtracks. Visit bit.ly/SFIFFlife for tickets & more! Photo by Lizzy Brooks.

We are excited to announce the Opening, Centerpiece and Closing films at the 58th San Francisco International Film Festival! This year, #AlexGibney's intelligent and insightful doc #SteveJobs: The Man in the Machine will kick off the program; #TheEndOfTheTour, a biographical drama following literary giant #DavidFosterWallace, will play as #SFIFF's Centerpiece film; and #Experimenter, in which #PeterSarsgaard gives a stellar performance as controversial social scientist Stanley Milgram will close out the Fest. Tickets to all three films are on sale to #SFFSmembers now, public onsale begins noon Friday (3/27). Full info at sffs.org.

#TBT: About 20 years ago, soon-to-be sci-fi & fantasy legend #GuillermoDelToro attended the San Francisco International Festival will his very first feature film, #Cronos, a vampire horror set in 16th century Mexico. He has done much work since SFIFF37, becoming a major player in both commercial and indie camps, with films ranging from the magical #PansLabyrinth to the spectacular #PacificRim. We are so pleased to announce that del Toro will be the recipient of this year's Irving M. Levin Directing Award. Catch him at the #CastroTheatre on April 25 to hear him discuss his career, to see clips from both old and new work and to watch one of his best-loved films, #TheDevilsBackbone. Tickets on sale to #SFFSmembers now, public onsale begins noon March 21. Full info at sffs.org.

#Regram from @ross_bros. Stoked that these guys won the Louis Black “Lone Star” Award at #SXSW for their film #Western. Congrats to the filmmakers and crew behind this stunning production. Proud that this doc is one that #SFFSsupports!

Don't call him Ricky — at least, not if you expect him to answer. The recipient of this year's Peter J. Owens Award is none other than screen legend #RichardGere. We are so excited to honor this prolific actor with one of the Festival's most prestigious prizes. Gere will host an evening at the #CastroTheatre, where he will discuss his career and screen his new film #TimeOutOfMind, a stunning, observational portrait of a man who must cope with homelessness in contemporary New York. Tickets on sale to #SFFSmembers now. Public onsale begins noon March 19. Visit sffs.org to purchase or for full details.

Each year at the Festival, we honor an actor whose career exemplifies independence & integrity with #SFIFF's Peter J. Owens Award. Recipients of this esteemed prize include screen legends #DustinHoffman, #HarrisonFord and #WinonaRyder (pictured). When Ryder was recognized back in 2000, we screened #TheAgeOfInnocence, a film for which she earned an Academy Award under Martin Scorsese's direction. We will be announcing this year's awardee early next week. Until then, enjoy this #TBT!

Don't walk, RUN: earlybird #SFIFF ticket packages are now on sale, and we just announced this year's slate of feature-length competition films! Golden Gate Award nominees this Fest hail from almost 20 countries across the globe and are in contention for nearly $40k in prizes. Get to know these remarkable films before we release the rest of the Fest and snag discounted tickets at sffs.org. Pictured: Run, a narrative film from the Ivory Coast & France up for the New Directors Prize at SFIFF58.

Missed it last #SFIFF? We've collected as many streaming links as we could dig up for films from last year's Festival. Start a SFIFF57 movie marathon while you wait for us to release the full SFIFF58 lineup on March 31. You've got 21 days and more than 40 films to choose from (including the gorgeously filmed #Tracks, starring #MiaWasikowska, pictured). Make your way to blog.sffs.org/watch – a simpler trek than one across the Australian Outback.

Thrilled to announce that #MirandaJuly will be bringing #NewSociety, her latest performance project, to #SFIFF audiences April 28 & 29. Hilarious and moving, this experiment in theatrical collaboration chronicles the ways societies emerge, transform, decay and persist over time. Like July's other projects, New Society blurs boundaries between fiction and reality, and audience and performer. So excited to present this event in collaboration with #SFMOMA; tickets on sale NOW to our members & theirs at sffs.org. Photo by #PamelaGentile. #SFFSmembers

In anticipation of this Friday's release of Boyhood with the filmmaker returning to SF for a round of Q&As, watch the onstage interview with Richard Linklater and Parker Posey and Boyhood Q&A from An Evening with Richard Linklater at the 57th San Francisco International Film Festival!

The San Francisco Film Society wrapped its 57th San Francisco International Film Festival (April 24–May 8) with 263 screenings of 168 films from 56 countries, which were attended by over 300 filmmakers and industry guests from over 20 countries. Over 15 days, SFIFF57 showed 74 narrative features, 29 documentary features and a total of 65 short films. See all the highlights and photo galleries!

Last night, the 57th San Francisco International Film Festival announced the winners of the juried Golden Gate Award and New Directors Prize competitionsat an event held at Rouge | Nick’s Crispy Tacos. This year the Festival awarded nearly $40,000 in prizes to emerging and established filmmakers from 13 countries around the globe!